The Micro-Credit Marketing Strategy Planning Research And Implementof U Company

Micro-credit means the loan disbursed by bank, Trust and Micro-credit companies etc. Micro-credit companies mushroomed in china in recent years, micro-credit companies plays an important role in supporting the real economy, actually to help SMEs get loans. How a micro-credit company plays to their advantage in the competitive market, establishing a competitive market differentiation strategy, the implementation of an effective marketing strategy is a major subject for sustainable development of many micro-credit companies.The main research object of this paper is U micro-credit company, which is the first batch of micro-credit companies established in the Shenzhen in the year of2007. To the enterprise business development present situation as the research object, analysis of the marketing strategy planning of the enterprises. In view of the situation of the market environment change and development, using The Michael Porter’s Five Forces Models, in which five competitive factors, what type of micro-credit companies and microcredit products to occupy the advantage, help the micro-credit company and better market segments, to find the accurate market positioning and target customers, identify the corporate strategic development direction. In this paper, through analysis and research, the micro-credit company’s products are divided into secured credit products and unsecured credit product, using The Michael Porter’s Five Forces Models, unsecured credit product is lower than secured credit products in competition with substitutes. This kind of product market demand is big and the demand is greater than supply, bargaining power of buyers is weak. U company is to provide such products. The main features of these companies is to provide standardized products, no brand particularly large differences in the present stage, the target customer is not limited to a certain range, is the demand of the group, these customers even if the first is the choice of a company’s products, in the there is a demand next time when you can choose a different company, because they face a similar product or service. According to the characteristics of target customers and micro-credit firm, in the framework of4Ps marketing theory, formulate its marketing strategy. The analysis of the process and conclusion of the study will be of micro-credit companies marketing work has a certain reference value.This paper is divided into five chapters:The first part is an introduction; the second part is the microcredit industry background; the third part is the micro-credit company competitiveness analysis; the fourth part is the micro-credit company marketing strategy analysis; and the fifth part is the U micro-credit company’s marketing plan implementation. Eventually, sum up in the sixth part.